A well-designed approval workflow is the backbone of efficient marketing operations. This comprehensive guide covers everything you need to know.
What Is an Approval Workflow?
An approval workflow defines the sequence of steps an asset must go through before it's ready for publication or distribution. It answers questions like:
- Who needs to review this?
- In what order?
- What are they checking for?
- What happens if they reject it?
Types of Approval Workflows
Sequential Workflow
Reviews happen one after another in a defined order. Perfect for hierarchical approval chains.
Example: Designer → Manager → Director → Legal
Parallel Workflow
Multiple reviewers can approve simultaneously. Great when you need input from different departments that don't depend on each other.
Example: Legal + Brand + Compliance (all at once)
Conditional Workflow
The approval path changes based on asset properties. For example, assets over a certain budget might require additional sign-offs.
Building Your Workflow
Step 1: Identify Stakeholders
List everyone who needs to be involved in approvals. Be specific about their role.
Step 2: Define Stages
Break the process into clear stages. Each stage should have:
- A clear purpose
- Defined criteria
- Designated reviewers
- Time expectations
Step 3: Set Up Automations
Automate repetitive tasks:
- Notifications
- Escalations
- Status updates
Step 4: Document Everything
Write down your workflow and share it with the team. Visual diagrams help.
Common Pitfalls to Avoid
1. Too many approvers: Keep it lean
2. Unclear criteria: Define what "approved" means
3. No deadlines: Set time expectations
4. Lack of visibility: Use tools that show status
Measuring Success
Track these metrics:
- Average approval time
- Revision rates
- Bottleneck identification
- Stakeholder satisfaction
Conclusion
A great approval workflow balances thoroughness with efficiency. Start simple, measure results, and iterate.
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